Abstract
AbstractThis study investigated multifamily housing consumer profiles among the US people age 55 and above based on their reasons for moving into current multifamily housing. A total of 431 samples were collected by an online research survey company using convenience sampling. The three reasons for moving were found from an exploratory factor analysis: the multifamily living reason, the nearby activities reason and the financial reason. A cluster analysis uncovered three groups of multifamily housing consumers: the neighbourhood seekers, the upscale housing seekers and the affordable housing seekers. The segmentation of older consumers living in multifamily housing provides insights into the characteristics of consumers who find multifamily housing appealing and/or needed. It also identifies features and factors about multifamily that will appeal to each segment of the market.
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